driving profit & revenue through search and social...driving profit & revenue through search...

Driving Profit & Revenue Driving Profit & Revenue Through Search and Social

Leveraging Your BrandLeveraging Your BrandHeidi Bitar

Milestone ConfidentialAnd Copyrighted 2013#MilestoneDMC2013

Driving Profit & Revenue Through Search and Social

Agenda

Connecting with your brand

NAP/URL

Content & Image Strategy

SEO

Social Media

PPC & ROI Tracking

D l i Di t B ki C lt Developing a Direct Booking Culture

5 Things to Do if you change brands

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Brand contacts

Brand Hotel Pages

Update HOD/GDS

Social Media Channels

Brand PPC

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Consistent NAP (Name, Address, Phone)

Trip Advisor Hotel Social

NAP

o e Site

Social promotion

NAPHotel Brand

Site

YelpData feeds p

Google Local

Local Promotion

feeds



LocalPromotion


Content strategy

Enhance your content on your brand pages and HODs Keywords USP – Unique Selling Points USP – Unique Selling Points Things to Do Nearby, specials, events Ask – what information would be valuable to my customer

R h tit Research your competitors Research what people like about your property

Understand how this content is distributed to ensure you have yyour best information visible




Content strategy example




Content strategy example 2




Image strategy

Establish main images for your property

Leverage available brand stock images

Ensure images on your brand site are optimized including: alt tags, captions and titles

Add geo if possible to all Add geo if possible to all hotel images

Use consistent and high quality images for your quality images for your property across all channels




GDS graph




Top 10 HOD/GDS Tips1. General Hotel Description – Short Description : 2 Lines of 47 Characters

Summarize USP’s - Long Description: 4 Lines of 47 Characters – More detailed Summarize USP s - Long Description: 4 Lines of 47 Characters More detailed description

2. Amenities, Facilities & Services – Make sure to include EVERY facility, service & amenity

3. Location Information – describe where the hotel is located

4. Property Address – ensure NAP is consistent with the brand

5. Driving Directions & Transportation 5. Driving Directions & Transportation

6. Area Attractions – List tourist attractions for leisure travelers and businesses and corporate headquarters for business travelers

7. Room Type Name – 30 Characters – these can be displayed on the internet 7. Room Type Name 30 Characters these can be displayed on the internet so ensure they are clear and easy to understand

8. Room Type Description – UPS

9. Use a Bulleted format



10. Review your Competition


SEO Confirm with your brand what type of promotion enrollments Confirm with your brand what type of promotion, enrollments

and feeds brand participates

Try not to duplicate efforts

Leverage all brand level opportunities for bulk purchasing

Confirm with the brand if you can list your social media channels and/or independent site on your brand com page channels and/or independent site on your brand.com page




Leverage brand social media

Get your content onto the brand social media channels




Leverage brand in your social media




Leverage brand initiatives on your site

Offers, specials and marketing partnerships

Brand loyalty programs




PPC & ROI tracking

PPC Marketing Understand which keywords the brand is bidding on and which is

convertingg Compliment your PPC efforts with those of the brand, don’t

compete with yourself Are there regional co-op campaigns that could be leveraged?g p p g g

ROI Tracking Track revenue from property pages on brand.com and

independent siteindependent site Track your conversions from natural, paid, social and local




Develop A direct booking culturePreferred booking path

Hotel site

Best Rate Guarantee

Sales should be on all sites.

Property collateral – Showcasing URL/ Social channelsCreate an OTA conversion program

Actively collect email addresses

Participate in you Brands Loyalty Program

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ProgramCreate a Social Recognition Program


5 things to remember if you change brands

1. Change Name & Content on HOD/GDS

2 Update Website 2. Update Website

3. Update Trip Advisor

4. Update all main data 4. Update all main data feeds & Local Listings

5. Update all strong referring sources (CVB’s Tourism sources (CVB s, Tourism Partners)

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Key take aways

Connect with your brand so you know who to contact to leverage the opportunities

Keep NAP consistent across all channels Keep NAP consistent across all channels

Content, Images, HOD/GDS

Leverage brand social channels and promotions Leverage brand social channels and promotions

Develop a Direct Booking Culture at your hotel

5 Things to Remember if You Change Brandsg g



Driving Profit & Revenue Driving Profit & Revenue Through Search and Social

Thank you!Thank you!

Milestone ConfidentialAnd Copyrighted 2013#MilestoneDMC2013

driving profit & revenue through search and social...driving profit & revenue through search...

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